Steve Chipman of CRM Switch and Sam Biardo of Technology Advisors talk to marketing guru Ross Simmonds, who shares insights on creating valuable content and leveraging AI to optimize and distribute it more efficiently across channels.
Topics include the disconnect between marketing and sales teams, taking an investor mindset with content assets, events, and video for lead generation, email outreach fatigue, and predictions for increased AI usage and industry consolidation.
Content As An Asset
Content should be viewed as an asset with upfront costs that require ongoing optimization and distribution to realize ROI over time. This investor mindset focuses on the lifetime value of customers rather than short-term results.
Leveraging Events and Video For Outreach
In-person events enable networking to build relationships while getting on stage expands reach. Video recordings from events can be repurposed into clips distributed across channels. With AI assistance, personal video outreach will increase.
Rise of AI For Increased Efficiency
AI will boost email outreach productivity in the short term but cause inbox fatigue in the long term, requiring differentiation. It can also help create and distribute content, though human creativity is still needed.
Aligning Marketing and Sales
There is often a disconnect between marketing and sales teams regarding sharing content assets, messaging, and metrics. Alignment starts with leadership’s shared revenue goals, then provides processes for collaboration and views sales as a distribution channel.
Industry Consolidation Driven by AI Startups
Major players will acquire more AI startups for content and distribution capabilities. Influencers will also see more B2B sponsorship opportunities.